Making difference profitable: Extraordinary homonormativity and corporate queer visibility
Feminist Theory: An International Interdisciplinary Journal
Published online on March 24, 2026
Abstract
Feminist Theory, Ahead of Print.
This article examines how corporate-sponsored queer visibility reshapes queer politics in London, UK. Drawing on discourse analysis of two advertising campaigns, Sensodyne's ‘Life's Too Short’ and Harrods' ‘Set Your Stage’, I show how racialised queer ...
This article examines how corporate-sponsored queer visibility reshapes queer politics in London, UK. Drawing on discourse analysis of two advertising campaigns, Sensodyne's ‘Life's Too Short’ and Harrods' ‘Set Your Stage’, I show how racialised queer ...